2.  The environment in which all the business
activities take place.
 “Business environment encompasses the
climate or set of conditions, Economic
, social,political, or institutional in which
business operations are conducted.”
(Arthur M.Weimer)

3. Aggregative
Inter-related
Relative
Inter-temporal
Uncertain
Contextual

4. First mover Early warning Customer
advantage system focus
Strategy Change
Public image
formulation agent
Continuous
learning

5. INTERNAL EXTERNAL
ENVIRONMENT ENVIRONMENT
INTERNAL EXTERNAL
ENVIRONMENT BUSINESS FIRM
ENVIRONMENT

6. culture
Company
Mission and
image and
objectives
brand equity
Human and
Power
other
structure
resources
Top
management
structure

7. MICRO MACRO
ENVIRONMENT ENVIRONMENT

8.  CUSTOMERS
 COMPETITION
 SUPPLIERS
 MARKETING INTERMEDIARIES
 FINANCIERS
 PUBLICS

9.  POLITICAL AND LEGAL ENVIRONMENT
 SOCIAL AND CULTURAL ENVIRONMENT
 ECONOMIC ENVIRONMENT
 TECHNOLOGICAL AND PHYSICAL
ENVIRONMENT
 NATURAL ENVIRONMENT
 GLOBAL ENVIRONMENT

10. BUFFERING
LEVELLING
ANTICIPATION
RATIONING
DOMINATING
CHANGING